First Choice High Protein range—South Africa’s leading ready-to-drink, high-protein milk beverage—has just raised the bar. Building on the phenomenal success of its original High Protein Recovery drink, the brand is now rolling out an expanded lineup: a reformulated High Protein Recovery (21g) and an all-new High Protein Max (27g), designed to fuel everyone from wellness enthusiasts to elite athletes.
So, what’s driving this evolution? According to Marisa Maccaferri, Marketing Executive at Woodlands Dairy and First Choice, it’s all about listening to what South Africans actually want. “Consumers are voting with their wallets for functional drinks that deliver real health benefits. Protein is leading the charge, and High Protein is right at the front—making it easier than ever to hit your daily protein goals, whether you’re chasing wellness, staying active, or training at peak performance,” she explains.
Here’s what’s new:
High Protein Recovery (21g): The reformulated classic now boasts a smoother, more indulgent mouthfeel alongside 21g of protein per 250ml serving. It’s packed with over 4g of BCAAs to help reduce muscle soreness, plus high calcium, sustained energy, and eight added B vitamins. Low-fat and with no added sugar, it’s the perfect everyday recovery companion.
High Protein Max (27g): Built for serious athletes, this powerhouse delivers a hefty 27g of protein per 250ml. With 6g+ of BCAAs, magnesium, eight B vitamins, calcium, and high energy, it’s engineered to support muscle recovery, strength gains, and endurance when you need it most. Fat-free and sugar-smart, Max doesn’t compromise on taste or performance.
Thulile Memela, Brand Manager at First Choice, says the range was shaped by real feedback from real people. “Athletes and active consumers told us they wanted better taste, more options, and functionality they could count on. Now, whether you’re smashing PBs in the gym or just making healthier daily choices, there’s a High Protein solution for you. And we didn’t sacrifice flavour for function—each product is crafted with a flavour-first philosophy, so you’ll actually want to drink it.”
She adds that the timing couldn’t be better. “South Africans are more health-conscious than ever, seeking clean labels, protein-rich nutrition, and convenient on-the-go options. High Protein ticks all those boxes—and it’s proudly made right here at home.”
Working closely with NPD food scientists and flavour experts, the team nailed the perfect balance of taste, texture, and nutrition. The secret? Milk Protein Concentrate—a strategic 20% whey, 80% casein blend—that delivers both fast and slow protein release for sustained muscle support. The range features fan-favourite flavours like Double Berry, Peanut Butter, Chocochino, Strawberry, and the newly added Salted Caramel, a direct response to consumer demand for indulgent yet functional treats.
You’ll find the range at leading retailers including Checkers, Dis-Chem, Pick n Pay, Spar, and pharmacies, as well as online via Takealot, Uber Eats, and select convenience stores.
Recommended Retail Prices (RRP) – 250ml:
High Protein Recovery (21g): R24.99
High Protein Max (27g): R43.99
High Protein Recovery (21g): R24.99
High Protein Max (27g): R43.99
Maccaferri wraps it up: “High Protein is innovation in action at Woodlands Dairy. Every product is developed with our consumers front and centre. It’s sustainably produced in South Africa, supporting local farmers and jobs, and packaged in 100% recyclable cartons. Our mission is simple: deliver accessible, high-quality nutrition to everyday South Africans while continuously raising the bar on taste, health benefits, and sustainability.”
Follow High Protein:
Facebook: https://m.facebook.com/recoverymilk/
Instagram: https://www.instagram.com/recoverymilk
X: @recoverydrinksa
Facebook: https://m.facebook.com/recoverymilk/
Instagram: https://www.instagram.com/recoverymilk
X: @recoverydrinksa
